Backcountry Marketing

What role does storytelling play as a solution to some of the tectonic forces at play in the outdoor industry? Does it play a role? In this episode, Cole discusses the role of storytelling in the future of the outdoor industry. He explores some of the problems and challenges faced by the industry and how storytelling can be a tool to overcome them. Takeaways // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. // Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.

There’s a forest fire blazing through our industry right now. While destructive, forest fires bring new growth and a healthy environment. In this episode, Josh Weichhand, Vice President of Global Brand Marketing at Rumpl, talks about this inflection point and the changes happening in the outdoor industry. Takeaways Inflection points in the outdoor industry are disruptive but can lead to positive change and growth. The industry has faced challenges due to the pandemic, inventory saturation, and the entry of fashion brands. Brand differentiation and values are becoming increasingly important in a crowded market. Challenger brands may face challenges but also have opportunities to make their mark in the industry. The outdoor industry faces challenges in operating and accessing supply chains, especially during uncertain times. Consolidation and shakeups are happening among big players in the industry, leading to potential changes in the landscape. Brands need to make strategic decisions and consider their growth plans, taking into account market conditions and consumer demand. Focus and discipline are crucial for brand development, allowing brands to cater to their core consumers and create meaningful products.

What makes a compelling story? There are two ingredients that are crucial to a good story and in this Fireside episode, Cole shares some insights he noticed while attending the premiere of Port Side Production's latest feature documentary film with Athletic Brewing Company. Check out the film "Inches to Miles" // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. // Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling.

In this episode, Matt Powell shares insights and observations about the economic state of the outdoor industry. It’s common news that the COVID boom than bust has spun the industry into a downward spiral but Matt sheds some new light into the predicament as well as opportunities that could break the industry out of its spiral. Matt has 51 years of experience in the retail industry and currently advises outdoor + athletic businesses based on data and insights. If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

An interview is the bedrock of storytelling. It has the potential to make or break the content that’s being produced. In this episode, Cole Heilborn shares tips and tricks after running hundreds of interviews for leading brands in the outdoor industry. Takeaways -Preparation and casting are crucial for successful interviews. - Active listening and asking follow-up questions are essential. - Interviewers should balance managing and restraining the conversation. - Creative liberty can be used while honoring the truth of the interviewee's story. // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. // Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Everyone wants to get outside. Time and time again we see headlines about overtourism and the downsides of destination towns being flooded with people. What role does marketing play in fixing this problem? Is marketing to blame? Kylie Kullack is the Head of Client Engagement at STRUCK, STRUCK is an agency that has seen tremendous success driving people to tourist destinations around Utah and in this episode, Kylie shares insights about this evolving conversation from the front lines. In this episode, Cole and Kylie discuss: The future of healthy tourism Measuring resident sentiment Changing KPIs of tourism success AI and tourism Marketings role in this problem You can catch up with Kylie here and learn more about STRUCK here. If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

What is the value of a loyal audience? This is a big question that many brands ask themselves as they evaluate whether or not to pursue brand storytelling. In this episode, we explore the dollars and cents of customer loyalty, how brand storytelling builds loyalty with an audience, and how the countless decisions in the filmmaking process are opportunities to either build or break trust with a brand's audience. Takeaways - Brand storytelling helps differentiate a brand and build an engaged and loyal audience. - Building trust through brand storytelling can have a significant impact on a brand's bottom line. - Transitive trust is a powerful tool in brand storytelling, where trust in characters on screen translates to trust in the brand. - Resonating with the audience, choosing appropriate locations, ensuring authenticity, and paying attention to supporting details are crucial in building trust through brand storytelling. Chapters 00:37 - The Value of Being Different 01:31 - The ROI of Loyalty through Brand Storytelling 03:25 - The Impact of Loyalty on the Bottom Line 04:24 - Transitive Trust in Brand Storytelling 05:49 - Opportunities to Build Trust in Brand Storytelling 06:44 - Resonating with the Audience 07:41 - Choosing Locations that Resonate 08:07 - Authenticity in Brand Storytelling 09:03 - Supporting Details in Brand Storytelling 10:00 - The Importance of Asking the Right Questions // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. // Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Liz Esche is the Head of Marketing at Mind Studio, a tech company that is helping revolutionize the AI industry. Liz cut her teeth working in the outdoor industry over the years but recently jumped ship to work in the tech field. In this thought-provoking episode, she shares her insights and observations about AI’s impact on the outdoor industry. In this episode, Cole and Lindsay discuss: The future of websites and personal AI Gated vs ungated content and the flood of AI-generated content The importance of brand trust in this new future Email marketing and other categories AI might disrupt You can catch up with Liz here and tune in for their upcoming webinar about building automations without code If you’re liking what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

The outdoor industry is good at its craft. Maybe a little too good. Every brand is producing products that are tougher, lighter, and more effective than ever before. Our industry has done such a great job of pushing each other to constantly improve that it’s all starting to look, feel, and perform the same. This is a good problem to have because it brings out the best in everyone. But in a sea of sameness, how do companies stand out if their product alone isn’t discernible? Price point certainly is a factor as are availability, sizing, and colorways but at the end of the day, the only thing that separates a company from their competition is its brand. // These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. // Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling. Helpful Links: articleinsightsemail newsletter This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help

Sakeus Bankson is the Snow and Mountain Bike Catagory Editor at Patagonia, with past roles at The Ski Journal and Freehub Mountain Bike Magazine. In this episode, Sakeus and Cole discuss: Why mountain biking is such a tough category The difference between extraction and appreciation How to tell stories as a brand Thoughts on e-bikes How to fight for the places we love to recreate in And much, much more! If you like what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Lindsay Yaw Rogers is the founder of Raw Strategy, an agency that works with high level athletes and leaders throughout the industry on positioning and messaging. She works with the Olympic and paralympic athletes as well as the North Face athlete team. In this episode, Cole and Lindsay discuss: How brands could better work with and equip their athletes The differences between influencers, ambassadors, and athletes Empowering athletes and employees to be brand ambassadors Her hopes for the future of athlete programs in the outdoor industry and beyond You can catch up with Lindsay here and learn more about Raw Strategy here. If you’re liking what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

It's been a long time in the works, but we're excited to announce the launch of our first mini-series. These Fireside Chats are short discussions where we'll delve into the heart of storytelling and its pivotal role in today's marketing landscape. In these short episodes, we'll explore the art of storytelling, and uncover the insights to help you craft narratives that captivate, resonate, and leave a lasting impact on your brand. “Why should I care about this story?” This question is the crux that every story must answer to capture the attention and curiosity of the audience Many outdoor brands tend to tell stories that prioritize physical accomplishment over the human experience, resulting in narratives that lack relatability and emotional resonance. This oversight can leave audiences feeling detached and unengaged, impacting the effectiveness of the storytelling. // Curious how your brand’s storytelling efforts stack up? Take this 9-question quiz to evaluate the health of your brand storytelling. Helpful Links: insights email newsletter This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. If you need help bringing a video project to life shoot us an email.

Should we still care about print media? What does the future hold for print? Zapata (“Zap”) Espinoza has spent his entire life on two-wheels, with stints as a pro-class BMX and motocross racer, started working as the editor of Mountain Bike Action and Motocross Action Magazines in 1986. He’s been a prominent voice in bike media ever since. In this episode, Cole and Zap discuss: The evolution of print media What the future holds for print How print can transport you to other worlds Why print is still a beautiful medium And much more! Check out more about Zap and his work here. If you’re liking what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Patience. According to Jordan Williams, patience is the most undervalued tool in marketing. Our guest for this episode has a pretty impressive resume in the outdoor industry. From Smartwool, to Vail Resorts, to REI, to Red Bull, Jordan Williams has been working in marketing for outdoor businesses for years. He’s here to share his expertise across Marketing, Brand, eCommerce, and Retail. Jordan joins Cole on this episode to discuss: Why marketing requires a lot of patience What modern marketing actually is Standing something amidst a landscape of uncertainty and chaos The importance of getting consumers involved in product development Their thoughts on delayed gratification You can catch up with Jordan over on LinkedIn. If you’re liking what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

2023 has been an incredible year of deep conversations and new ideas. We've got a few updates for you as we move into 2024. Thank you for continuing to support the show and we'll see you in the New Year! -Cole, Emily, Joseph and Angie Email Newsletter Topic Suggestion Form Port Side Productions

Anik Champoux is the Programs and Marketing Director for Protect Our Winters (POW) Canada. An avid skier, Anik had the privilege of being a ‘ski bum’ early in her career, which led her to take a marketing job at Whistler Blackcomb, staying on through the eventual sale of Whistler to Vail Resorts. After a bit of time with Vail Resorts, she craved more meaning and purpose in her work, which led her to POW Canada. At POW Canada, Anik focuses on building programming and marketing strategy through the next growth phase of the organization in Canada, enabling them to have maximum impact. In this conversation, Cole and Anik discuss: Protect Our Winters and fighting climate change Lessons learned at Whistler Blackcomb and applying them to POW What success will look like in a future focused on sustainability Progress over perfection The role passion plays in marketing Building campaigns that get remembered You can catch up with POW Canada here. And connect with Anik here. If you’re liking what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

Building a team is one of the most important aspects of succeeding in marketing, and really, business in general. How do you make sure you have the right people and the right culture to perform successfully? Our guest on this episode, Sarah Harper Burke, knows a thing or two about building teams. She’s spent her entire career, as she says it, “supporting people to get outside,” holding roles in Sales, Marketing, Operations and more. What really fills her up is creating highly effective marketing teams that can really impact revenue. In this episode, Sarah and Cole discuss: The steps to building a great team How to reflect on leadership mishaps you may have made How to recognize skill sets and characteristics in your team Sarah’s take on the philosophy behind leadership You can connect more with Sarah on LinkedIn here. If you’re liking what you’re hearing, feel free to leave us a review on Apple or Spotify. It helps more people like you find the show. Let’s help everyone learn together. This podcast is produced by Port Side Productions. We’re a video production outfit that believes stories inspire and move people through the power of emotion. We work with brands and agencies in the outdoor industry to tell stories that help brands engage, inspire, and build brand affinity with their customers. We tell stories from the wild.

What do Deuter, Ortovox, Clif, onX, and Salomon all have in common? They have all had the pleasure of having this episode’s guest as an employee. In this episode, we’re hearing from one of our favorite past guests, Becky Marcelliano, but from a different perspective. Becky currently works at onX as their Senior Access & Stewardship Marketing Manager. In her role, she works across all three verticals of onX (Hunt, Offroad, and Backcountry) to lead program development and promotional efforts of the brand’s access and stewardship initiatives. In this episode, Cole and Becky discuss: How words make the difference between a brand landing or not Why language is so critical for messaging your brand How language can unite us The power of words connecting with our customers And much more! Catch up with Becky on Instagram or LinkedIn. This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

As leaders in the outdoor industry, how do we make the best hiring decisions possible? Our guest on this episode helps us break down what hiring looks like in the industry and how to make sure you’re hiring the right person for the job. Tony O’Neill is the founder and president of Highline Outdoor Group. They are a purpose-driven executive search firm for forward-thinking outdoor industry and sporting goods companies and brands. In this episode, Tony and Cole discuss: The three motivations behind every candidate Improving the hiring process so that you don’t lose A-list candidates Hiring people, not a resume or a job description How to make hiring less painful overall And much more! You can connect with Tony over on LinkedIn. This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!

James Merrill worked for a decade as a contractor for the United States Agency for International Development and through that work, saw how single-use plastic led to the degradation of natural resources and impacted low-income communities. So, he founded Opolis - a truly sustainable line of sunglasses. They're making sunglasses out of plant-based and recycled plastics. In this episode, Cole and James chat about: - what it takes for a consumer to actually CARE about a brand - if companies still need a strong why to succeed in today's environment - what types of stories can "break the paradigm" - the links between what we consume and people impacted around the globe You can learn more about Opolis here: https://opolisoptics.com/ Or here on Instagram: https://www.instagram.com/opolis_optics/ This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!